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Videogame broadcaster Twitch has acquired GoodGame, an advertising agency dedicated to eSports and other videogame-related programming.

Financial terms were not disclosed.

The deal, however, will enable Twitch to further monetize the live streams and videogame broadcasts produced by its users.

GoodGame opened its doors nearly a decade ago in San Francisco to capitalize on advertisers’ desire to reach the lucrative young demo that plays videogames. And that interest has only increased as more gamers spend time watching live eSports programming.

Twitch, which was acquired by Amazon for $970 million, will turn to GoodGame to sell more ads and sponsorships for its events, as well as develop merchandise opportunities.

GoodGame is run by Alexander Garfield, who already had worked closely with Twitch for several years.

“There is a clear opportunity for him to bring his skills and experiences to many more of our partners,” said Kevin Lin, chief operating officer of Twitch. “GoodGame has an amazing reputation in the industry for its expertise in both sponsorship sales and talent support. Their passion for helping content creators and pro players achieve success has elevated the entire industry in the minds of brands worldwide.”

Garfield said Twitch’s success over the years helped build GoodGame.

“We wouldn’t have made it to where we are today without Twitch and its users,” he said, calling GoodGame a conduit to “help support as many players and broadcasters as possible by channeling revenue into our community, and making sure it stays here. I can think of no better way to accomplish that goal than by working hand-in-hand with the very same platform whose passionate audience has essentially built our company.”

More than 60 million gamers turn to Twitch each month to watch and talk about videogames with more than 1.1 million broadcasters producing content for the platform.